Clever technology,
enabling shoppers to read wine labels written in any language will soon become
the standard among savvy shoppers, according to Digital Marketing Specialist
Dave Chaffey.

Third Aurora, the tech startup led by Chaffey, announced today that the technology would be rolled out to their Winerytale platform in 2020.

A prototype
video, shown on the Third Aurora website,
demonstrates the solution for two different wines. In both cases, English text
is instantaneously translated to Chinese, with the new content remarkably woven
into the original label, indistinguishable from the original.

But the
ground-breaking technology, which translates more than one hundred languages. comes
with a catch, albeit a small one.

Behind the scenes, two technologies are at work. According to Chaffey, “Artificial intelligence reads and interprets the content and augmented reality projects the new text back onto the label, right in front of you”.

So, what’s the
catch? Well, it seems that it’s not actually the label doing the work.

“Self-translating is
a bit of a misnomer. “says Chaffey, quick to correct. “The labels aren’t
actually changing, the translation is projected using augmented reality, which
is powered by your smartphone.”

“If you’re a wine
lover it’s a handy addition to have in your front pocket.” said the
softly-spoken Chaffey, who foresees rapid change is coming “it’s definitely
picking up pace – this sort of technology will reach tipping point very quickly
– we think it will be towards the end of 2020.”

If Chaffey is right, wine sellers will be all smiles, gaining a handy leg up in lucrative export markets such as China, which is expecting double digit growth until 2025.

Matched to
Millennials

The Winerytale
platform is the first of a new breed of marketing, connecting consumers and
producers, literally through products.

Winerytale showcases
wineries from their own wine labels, presenting their story through the
spectacle of augmented reality, involving video, text, and 3D objects in
virtual space.

But the bedrock is
the strong social angle. And the payoff is the direct to consumer-purchasing.

This strong combination.is
widely anticipated to win over the millennial market and is understood to have
been behind the recent surge of applications from international wineries to
join field trials.